Why marketing agencies should diversify their portafolio? : Review Management Edition

Web agencies' customers are hungry for results and a quick return on investment, thus, retaining customers on a long-term basis requires delivering visible results, especially in a highly competitive market with multiple players offering similar services. This becomes even more challenging for a marketing agency when time and resources are limited.

In the previous article we talked about a low effort, high return strategy to create customer stickiness for marketing agencies with a focus on GBP. Once your customers have taken control of their online presence, it’s time to help them stand out with review management. 

Considering that 98% of consumers consult online reviews before making a purchasing decision, 79% will not purchase or visit a business with a score lower than 3.5, and 53% of consumers expect a response to their negative reviews within a week it's time to help your customers take their review management seriously. What’s in it for you? The opportunity to increase your basket size by providing marketing add ons on top of your star offering.‍

How to decrease churn and earn ancillary revenue? 
A decade ago, you may have called reviews free marketing. But today, reviews and ratings can serve an even bigger purpose: strategic guidance for a brand. 

Consider an all in one platform

1. It doesn’t take too much effort to educate your customers on the importance of reviews, what’s harder is to manage them across various platforms and consistently respond to them.  Today however, businesses have no choice but to adapt as users can choose which platform to interact on. For reviews, Google, Facebook and Tripadvisor lead the pack. 

As a marketing agency there are a variety of softwares that you can offer for customers to answer reviews from different sources in a single platform. You are decreasing your customers time spent on admin, boosting their local referencing by signaling that their accounts are active and driving traffic to their website and socials. 

Leverage reviews as part of SEO 

2. SEO goes beyond just optimizing the website and blog articles. As the maestro of SEO and keyword usage, it's time to educate your customers to include keywords in their review responses. Use filters to navigate through keywords, languages, scores, to help prepare niche templates allowing your customers to answer quickly and seamlessly to all reviews.

Your customers will be happy to have these tools, but they will surely ask about results? Marketing agencies should provide a dashboard with insights such as review treatment rate, average score over time, percentage of new reviews and sentiment score. 

Don’t want to build this solution yourself? Book a free consultation

Educate on customer sentiment 

3.  Customer relationship management is a challenging task, and we you are all well aware that good customer service is not limited to face-to-face interactions. As a marketing agency you can give insights into customer sentiment that help buisnesses make better decisions to improve or leverage a specific product or service. How can we do this? Simply put, through keyword analysis. 

By helping your customers with their review analysis, you can strengthen their customer relationships and ensure consistency across their brand and services. The great news is that the sum of review data can provide 360-degree insight into what consumers think about products,, competitors, and the market as a whole, data that is also interesting to a marketing agency. This however can be a lenghtly analytical process without the correct software. 

Offer review boosting

4. Offer review boosting, and no, we aren’t suggesting purchasing reviews online but using tools to help businesses be more effective and keep track of their efforts. Tools now allow businesses to activate QR codes to place on tables and tickets, or insert the phone number of their customer and send a personalized message post purchase. 

What are the benefits? A significant increase the number and frequency of the reviews as well as average rating. This means your customers automatically improve their GBP positioning, and have a broader lexical field in the reviews to make their way to the first results in Google. 

By implementing these strategies and utilizing review management tools, you can help your customers achieve better results, increase their visibility, and strengthen their customer relationships.

At the end of the day…

Addressing the challenges faced by web agencies and their customers in a competitive market requires recurrent services which answer long-term needs. Review management is one of the main recurring challenges that businesses face.

By recognizing this, the impact of investing into reviews management, web or marketing agencies can gain a competitive advantage, streamline their recurrent revenue, retain customers in the long term and drive tangible results. 

If you’ve been convinced, and are considering implementing a white-label, review management solution today; or still have some questions on how this can support your growth and your customers, book a free consultation with us today.